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1971 YEARBOOK ISSUE 
WITH REPORTS FOR 1970 




MASSACHUSETTS HORTICULTURAL SOCIETY 

HORTICULTURAL HALL 

300 MASS. AVE.. BOSTON 02115 

Telephone 536-9280 



PRESIDENT'S REPORT 

A year ago I began my annual report with the statement: 
"Very bluntly, 1969 was a year of financial crisis for the Massa- 
chusetts Horticultural Society." Now, a year later, I am able 
to report that considerable progress in resolving the Society's 
financial problems has been made during 1970 and even during 
early 1971. The most dramatic evidence of this progress is the 
marked improvement of the financial statement of our maga- 
zine HORTICULTURE. For the year 1970 the deficit of 
HORTICULTURE was $17,256 which, in comparison to very 
substantial deficits in 1969 and 1968, represents an extra- 
ordinary recovery. In addition, during 1970 the circulation 
increased to a new high, and there are also reasons to believe 
that before too long the point will be reached where the maga- 
zine will no longer be a drain on the finances of the Society. 
Mr. Stubbs will give a more complete report on HORTICUL- 
TURE later in this meeting. I should add that Mr. Stubbs, who 
is retiring from the Board as of this meeting, deserves the 
warmest thanks of the Society for the improvement in the 
finances of HORTICULTURE, due principally to steps taken 
under his direction. During the past two years he has literally 
lived with its problems, and the improved results are ample 
evidence of his devotion to the task. 

The second factor contributing to the improvement of the 
finances of the Society were fund raising efforts to which the 
members and friends of the Society have responded most 
loyally and generously. You may recall that towards the end 
of 1969 a letter appeal for funds raised about $36,500, of 
which $8,500 was received in early 1970. In the latter part of 
1970 your Board voted to embark on a more ambitious fund 
raising campaign with professional assistance. While the re- 
sults of this campaign did not meet our original expectations, 
the appeal nevertheless achieved a net return to the Society 
during late 1 970 and early 1 97 1 of about $7 1 ,000, or nearly 
double the receipts of the 1969 campaign. In addition, it 
should be noted that the expenses of the campaign were more 
than covered by contributions from members of the Board of 
Trustees. Of equal importance to the funds raised was the 
excellent response of our members, not only to telephone 
solicitation appeals but also to requests to help in the cam- 
paign. About 400 individuals took an active part in the 
project. To coin a bad pun, with such grass roots support 
the future of the Horticultural Society should be assured! It 
has not been an easy decision for your Board to follow this 
course of action. However, a more attractive alternative of 
offsetting the annual deficit just did not seem available. It is 
our definite goal that in the future all of the various activities 
of the Society should be on a self-sustaining basis, making an 
annual appeal to our members and friends for additional funds 
unnecessary. However, until that day arrives we may have to 
continue this practice which, incidentally, puts the Society in 
the same company with many other distinguished non-profit 
institutions which raise funds annually. 

To round out the financial aspects of this report, we have 
been able to achieve modest economies in 1970 as compared 



to 1969. The reduced building expense is of course a question 
of luck, as problems can occur at any time. Membership in- 
come has increased as a result of the dues increase voted at the 
last Annual Meeting; unfortunately the increase resulted in a 
loss in numbers of members, and every effort must be made to 
increase our membership in the coming year. The 1970 Spring 
Flower Show was a modest financial success, and although 
final results are not yet available the preliminary figures indi- 
cate that the 1971 Spring Show achieved comparable results. 

The overall financial statements of the Society for 1970 
show a deficit of $75,181. While a deficit is certainly not de- 
sirable the 1970 figures obviously compare favorably with a 
deficit of $317,000 in 1969 and $487,000 in 1968. I do want 
to acknowledge a bequest received during the past year from 
the Estate of Helen G. Rolfe amounting to $5,932.40, the 
final payment of a total bequest of $13,932.42. Such gener- 
ous bequests and gifts are of great importance to the Society. 
Audited financial statements for 1970 are available and our 
Treasurer, Mr. Ewell, will have further comments in his report. 

Turning to the programs and activities of the Society, the 
year 1970 saw a continuation in the trend towards a larger 
variety of programs and techniques to meet the newer needs 
of our membership. To illustrate the point, in 1970 we had 
55 activities of one kind or another for our members and other 
members of the horticultural community. In comparison, eight 
years ago — in 1962 — there were only 22 such events and 
activities. Our Executive Director in his report will go into 
more detail on the specifics of these programs and activities. 
I think the point should also be made that our magazine 
HORTICULTURE, with a nation-wide circulation of about 
150,000 subscribers, continues to be a leading influence in its 
field. Plans are being made for a more active editorial policy 
on conservation and ecology and further improvement in the 
content of the magazine. The "Hub Box" program which was 
actually instituted in 1969 recognizes the need to reach young 
people who are going to have to learn something about growing 
things if we are to have a livable environment tomorrow. This 
program received increasing acceptance in schools in the Boston 
area during 1970 and may serve as a model for similar programs 
throughout Massachusetts as well as the rest of the country. 
Another program which actually is part of the 1971 activities, 
but which deserves mention, is the "Plant-A-Tree" project. 
This program was publicly introduced at the 1971 Spring Show 
and also in the Earth Day observances on Boston Common on 
April 26. Materials from this project are available here for 
members attending this meeting. 

In discussing the activities and programs of the Society, I 
want to take this occasion to put to rest certain rumors and 
idle comments which have reached me and other members of 
the Board. Specifically, these rumors have been to the effect 
that, first, our 100th Spring Flower Show this year would be 
the last held by the Society; second, the library of the Society 
is to be given away to another institution; and third, Horti 
cultural Hall is to be sold and the Society is going to move else- 
where. Let me emphatically state that no decision has been 
reached on any of these matters and in my opinion abandon- 



merit of the Spring Show, donation of the library, sale of the 
building certainly do not seem to be indicated by present cir- 
cumstances. The recent change in ownership of Suffolk Downs 
is no reason to feel that we cannot continue to hold successful 
shows there, and other locations may also be available. While 
the problem of our building and the library - which occupies 
a large part of it - has been subjected to continual analysis, 
the improved financial situation of the Society reduces the 
urgency of making a decision on this point until all possibil- 
ities have been very carefully researched. I hope very much 
that I have made myself perfectly clear on these points. 

It is now my unpleasant duty to report the death on July 
26, 1970 of Mr. Robert N. Elwell, founder and President of 
Arrowhead Gardens in Wayland and a Trustee of the Society 
since May 1, 1961. He served on many Committees and as 
Assistant-Treasurer, and we greatly miss his many contribu- 
tions to the Society. In closing this report, which will be my 
last as President of the Society, I want to express my great 
appreciation to my fellow Trustees, the members of the 
Committees, and also to our hard-working and devoted staff. 
I have chosen not to serve another term as President princi- 
pally for personal reasons, but also because I feel that at this 
time new leadership is needed. I have every confidence that 
your nominee for President, Mr. Russell Clark, will bring the 
Society into one of its most successful periods in its long 
history. A young man and a former Trustee, he has the ex- 
perience, energy and ability to give the Society outstanding 
leadership. 

Finally, I want to acknowledge the dedicated services of 
those members of the Board of Trustees who are retiring as of 
this meeting. I have already mentioned Mr. Stubbs, who has 
served ably as Vice-President and as Chairman of our Publica- 
tions Committee. In addition Mrs. John M. Hall, Milford R. 
Lawrence, Vincent N. Merrill and Miss Helen C. Moseley are 
retiring as Trustees. They have been especially devoted and 
effective members of the Board, and I am sure they will con- 
tinue their interest in the programs and activities of the So- 
ciety. I am especially sorry that Mr. Lawrence, Chairman of 
the Special Medals Committee, could not be with us today 
because of illness. 

I want to express again my sincerest thanks to everyone 
whose interest in the Society has contributed to solving the 
difficult problems of the past few years, and to wish the new 
administration every success in the future. 

Oliver F. Ames, President 



MEMBERSHIP REPORT 

As you know, a raise in dues was voted at the Annual Meet- 
ing last May. The results were predictable, a gain in income 
but a loss of members: 5,242 as of December 31 , 1 970 com- 
pared to 6,600 on December 31, 1969. I feel badly that this 
Committee has not been able to offset this loss to date. How- 
ever, with the help and enthusiasm of our new Members' 
Council and the personal assistance of our President-elect, I 
am confident that next year's report will be much more grati- 
fying. 

Lily B. (Mrs. Charles G.) Rice 
Chairman, Membership Committee 



TREASURER'S REPORT 

Our figures, confirmed by the audit report, show that the 
Society experienced a loss from operations during 1970 in the 
amount of $75,181, including a non-recurring write-off inven- 
tory and deferred expense of $7,435, compared to a deficit of 
$313,130 in 1969. 

The major contributing factor to this improvement was of 
course the remarkable change in HORTICULTURE'S finances; 
another was the income from the fund campaign. Economies 
were effected in office and general expenses, as well as in build- 
ing expenses. Membership income increased by $9,000 as a 
result of the dues increase voted in May 1970, and the 1970 
Spring Show netted $17,967. In addition, sales of Mr. Lees' 
book, GARDENS, PLANTS AND MAN have resulted in a net 
income to the library of $6,259.96, and the very successful 
print sale of last November produced $8,169. It has been de- 
cided not to print the full financial statement in this Yearbook 
Issue. However, a copy of the audited report is available to any 
member, upon request to the Comptroller. 

No endowment securities were sold to meet the financial 
obligations of the Society during 1970. Instead a policy was 
initiated of borrowing against securities, and a bank loan was 
obtained; at the present time the outstanding balance is 
$140,000. I am happy to report that the market value of our 
endowment funds has increased by nearly $100,000 since the 
low point of the securities market in 1970; thus this new 
policy has worked to the advantage of the Society. 

The Society is not yet on solid financial ground. However, 
I am sure you will agree that progress was made in 1970. And 
I can assure you that the concentrated effort to further this 
encouraging trend will be continued in 1971. 



John W. Ewell, Treasurer 



EXHIBITIONS COMMITTEE 



The 141st Annual Camellia Show, held January 22-23, 
1970, boasted 62 entries and attracted an attendance of ap- 
proximately 900. Three medals and certificates were given, 
admission was free, and the net cost was $750. The 1970 
Rose Show, held on June 20 in cooperation with the New 
England Rose Society, had 887 entries compared to 497 in 
1969. Attendance was 1,364, and seven medals and certifi- 
cates were awarded. Public admission was 50 cents, with no 
charge to members, and net cost to the Society was $687.34. 

On September 24th, 392 persons paid $2.50 to attend Japan 
Day, held in cooperation with the Boston Chapter of Ikebana 
International. This new activity netted $721.57 and its suc- 
cess encouraged a program in cooperation with many plant 
societies and individuals: Indoor Garden Days, December 4-5, 
attended by 441 persons at $1.50 each, netted $283.90. 

The 1970 New England Spring Garden and Flower Show, 
held at Suffolk Downs March 14-22, attracted 81,372 persons 
and resulted in an income, after expenses, of $17,967. Al- 
though it is not a part of the 1970 report, I cannot forego the 
pleasure of announcing that our 100th Spring Show, March 
13-21, 1971, was a financial as well as an artistic success. At- 
tendance was 82,804 and, even though overhead expense was 
higher than last year, preliminary figures indicate a net income 
of approximately $14,000. 

I would like to express my appreciation to the Exhibitions 
Committee, Mrs. Crockett and Messrs. DeVincent, Ewell and 
Wacker, for their hard work. And a special vote of thanks is 
due to the Women's Exhibition Committee, without whom 
the Show could not have gone on. 

Joseph W. Lund, Chairman 
Committee on Exhibitions 



HORTICULTURE REPORT 



My own report will be very brief and limited to a quick 
review of the results of the past three years for the magazine, 
and then I shall read you a report of our publisher, as has 
been my custom in recent years, covering the last year's 
operations. 

In the summer of 1969 when we belatedly received the 
figures from our then auditors for the year 1968, we found 
that we had been badly misled by our Comptroller who, al- 
though he had been with the Society for a number of years, 
turned out to be completely incompetent; as a result, instead 
of the magazine's breaking even as we thought it had, it turned 
out that there was actually an operating loss of $360,542 for 
1968. The Board of Trustees was faced with a very serious 
problem and there were some who were in favor of getting 
out of the publishing business altogether. However, it was 
decided to try a bit longer, but with a professional in charge 
of the publishing phase of the magazine. This decision, which 
was endorsed at the time by all the Trustees, the Executive 
Director and the staff, has turned out to have been a wise one. 

In the fall of 1969 Philip E. Nutting & Co., who had been 
recommended to us by people proficient in the publishing 
business, were engaged and Philip E. Nutting, the President of 
that organization, was made publisher of our magazine. In 
1969 our loss was reduced by almost $130,000 but still, at 
$231,832, was very worrisome. However, certain steps had 
been taken toward economies and increased income, the re- 
sults of which were not yet apparent. 

For the year ended December 31, 1970 the loss of the maga- 
zine on audited figures was reduced by a further decrease of 
over $200,000 to a net loss of $17,256. It would appear, 
therefore, that the financial problems of the magazine are well 
on the way to a final solution, but there are still, as there al- 
ways are in the publishing business, problems. I am confident 
that with professional supervision of the publishing phase of 
the magazine, and with complete cooperation by the Society's 
staff, these can be solved successfully. 

I now read you the report of Philip E. Nutting & Co., by 
its President, to the Committee on Publications. 

"Dear Sirs: 

"The annual summary of HORTICULTURE income and 
expense for 1970 speaks for the progress which has been made. 
The anticipated economies and new sources of income as out- 
lined in my report last year were to a large degree realized. 
The Fulfillment Corporation of America (F.C.A.) has, as an- 
ticipated, saved HORTICULTURE nearly $100,000 in the 
twelve months following our April 1 contract. I will not try 
to enumerate here the details of these savings but one instance, 
I think, will illustrate their efficiencies: 

Renewal promotion, Apr-Nov 69, 1st notice: $396.00 per 1000 
Renewal promotion, Apr-Nov 70, 1st notice: $ 40.48 per 1000. 

"The economies anticipated in our various promotions were 
realized and their results exceeded our forecasts. 

"The bind-in cards have proved very productive, having pro- 
duced 3,398 subscriptions at an estimated cost of 90 cents each. 
This very favorable factor is possible because the other half of 
the card is used for advertising. 

"As of December 10, 1970 our income from list rental was 
ahead of 1969 by about $25,000, not including the months of 
January and February when A.M. A. was in charge. We antici- 
pate an even greater gain in 1971. 

"The printing contract with R. R. Donnelley & Sons was 
renegotiated with a resulting saving of 12% to 15% per issue. 

"In addition to the substantial reduction of losses, the cir- 
culation is at an all time high - approximately 150,000. 

"As much as I would like to credit our talents with this 



success, I must point out that it greatly reflects the fact that 
HORTICULTURE has been grossly underpromoted and to the 
wrong segments of our population. Therefore, when ap- 
proached and tested in a professional way the results far ex- 
ceeded our forecasts. For example, when magazines like 
THE NEW YORKER were receiving a return of 1 / 2 of 1% on 
promotional mailing, HORTICULTURE received 2.5%. 

"However, it should be pointed out that this increased cir- 
culation is both an advantage and an obligation. 

"An advantage in that: 

1. It enables us to raise our advertising rates a minimum of 
20% - a potential of approximately $33,000 in additional ad- 
vertising revenue. 

2. It eliminates the necessity of drastic and expensive 
measures for quick circulation acquisition to meet Audit 
Bureau of Circulation (A. B.C.) guarantee. And for the first 
time, therefore, we are in a position to really choose the most 
profitable course for HORTICULTURE. 

3. It eliminates the need for 'gracing' (sending free copies 
to expired subscribers) which cost us, based on 1970 A.B.C. 
figures when we graced 102,648 copies, $22,500. 

4. HORTICULTURE now has a truly representative nation- 
al circulation which is impressive to advertisers and indicates 
the true potential of the publication. 

5. It probably will not be necessary to initiate major new 
business promotions for the rest of the year, keeping, of course, 
our school plans and our highly successful Christmas gift 
promotions. 

6. It increases the strength of our bargaining position with 
the New York Botanical Garden, should we reach that point. 

"It is an obligation in that we must fulfill these subscrip- 
tions which came in greater quantity than anticipated. How- 
ever, these fulfillment costs are spread over a three-year period 
and planned additional revenues will more than offset them. 

"With the vital circulation operation healthy and functioning 
efficiently, we intend this next year to work more closely with 
the Advertising Manager, Arthur King, whose work we regard 
highly, to effect changes and operating improvements that will 
yield more income from that department. 

"HORTICULTURE is an important and wanted editorial and 
advertising force today. I see no reason, barring major economic 
upheaval, why — with professional guidance and proper policies 
— it should not continue to improve and prosper. 

Philip E. Nutting, President" 

As this is my last appearance before you, I wish to thank 
President Ames publicly for his leadership and whole-hearted 
cooperation at all times, and also the Executive Director and 
those members of the staff who have worked with me over the 
last five years on the magazine. It has been a privilege to have 
been a member of the team working on the problems of this 
old, but still great, Society. 



John O. Stubbs, Chairman 
Lectures & Publications Committee 



LIBRARY REPORT 



During 1970 the Library Committee continued its policy 
of thoughtful long-term planning and a program consonant 
with the policies and resources of the Society. 

The Library Committee was directed by the Trustees and 
the Executive Committee to explore and report on alterna- 
tives for the Society's consideration in respect to the future 
of its library. Their first preference was for the Trustees to 
provide enough money to maintain the library in its present 
facilities in accordance with its high reputation, or to maintain 



it thus in new quarters should the Society move from Horti- 
cultural Hall. In the event the Society should find it impos- 
sible to maintain the library as it should, another alternative 
would be to donate it to a qualified institution where it could 
be housed and maintained under arrangements which would 
permit the members of the Society access to it. This donation 
could be the library in its entirety, if facilities for circulating 
books could be provided; if not it could be divided, retaining 
all books published within the past fifty years as a circulating 
library. The Arnold Arboretum is an example of such an 
institution; informal discussions indicated that such an arrange- 
ment would be feasible, although not ideal. Another alterna- 
tive explored was the possible donation of the Treasure Library 
to the Boston Athenaeum, with a proviso guaranteeing the 
Society's members rights of access to the donated books. Or 
the library could become an autonomous organization and thus 
relieve the Society of further expense and responsibility. Sale 
of the library is opposed by the Committee, for it would result 
in the breaking up of a world-famous horticultural library and 
would deprive members of one of their most valuable privileges. 

The Committee feels that time is running short and the 
Trustees should give this matter their urgent attention. In 
whichever path the future of the library lies, the Committee 
urges it be given the financial support to develop it to its fullest 
potential and thus retain its truly deserved reputation as the 
greatest horticultural library in the world. 

Our library year began with the preparation and distribution 
of the Proceedings of the First Botanical-Horticultural Library 
Conference which we had founded in Horticultural Hall in 
November 1969. Two more Conferences have been held, and 
this organization is now soundly established and proving its 
value across the country. 

The outstanding event of the year was the Sale of Botanical 
Prints. It netted over $8,000 in just two days and we are ex- 
ceedingly grateful to the 21 volunteers who helped to make it 
a success. The proceeds are in a temporary fund which may be 
drawn upon as necessary to augment the library's permanent 
funds, which are generally restricted to book purchases. The 
Committee has scheduled another Print Sale for November 5-6, 
and hopes it will become a much anticipated annual event. 

Interest in botanical prints has grown in recent years. The 
Society's collection was begun in 1829, but its first major 
print exhibit was not held until 1968. Plans are under way 
for an exhibition of lily prints during the Annual Meeting of 
the North American Lily Society, July 9-12. These prints are 
but a small portion of the extensive library on lilies which 
Jan de Graaff has donated to the Society. We are chagrined 
that we do not have the money to put it into the suitable 
order its excellence deserves and are exploring ways of financ- 
ing this in the future. The Committee is considering an Orchid 
Print Show in December, in conjunction with an Orchid Show, 
particularly appropriate in this year of the 50th anniversary 
of the American Orchid Society which was founded in Horti- 
cultural Hall in 1921 . Storage of some of the prints has been 
improved. With the Trustees' permission, proceeds from the 
1971 Print Sale can be applied toward the improved storage 
and matting of the rest. 

A new venture in 1970 was the preparation of a page for 
two 1971 issues of HORTICULTURE. They are designed to 
bring to readers' attention the advantages of our circulating 
library— the largest in the country-which is theirs to enjoy if 
they join the Society. By describing some of the outstanding 
books we hope to serve specific needs for members and 
to increase circulation, which in 1970 was over 5,000. 



The Committee purchased a Donors' Book to be filled in 
retroactive to 1960 and kept on display in the library as a 
permanent record of our appreciation. 

A total of 1 1 titles from the Treasure Collection were re- 
stored in 1970 with matching funds from the Massachusetts 
Council on Arts and Humanities. A separate request for funds 
to arrange and catalog undocumented letters and manuscripts 
in the archives, dating at least from the early 1800's, was re- 
jected. This work, like indexing important periodicals, is a 
regular library function that has been neglected because of the 
extremely limited staff. 

A grant of $3,000 from the Webster Foundation will make 
possible not only the vacuuming of the 19th Century Collec- 
tion, but also long-needed emergency repairs. 

The library has always been generous in extending to in- 
terested members and serious visitors the privilege of examining 
books in its Treasure Collection, but exhibition cases are urgent- 
ly needed. 

Library policies formulated over the past three years are 
constantly under review. One establishes fees for photograph- 
ing our books and provides that prints, negatives and color separa- 
tions become the property of the library. Prints are mounted 
in a notebook for examination by prospective purchasers. We 
hope in this way to save repeated wear and tear on our books 
and to garner additional funds. 

The insurance coverage has had to be revised. A Directory 
of Horticultural Libraries has been compiled for the American 
Horticultural Society. Plans are in hand for publication of the 
Five-Year Supplement to the Dictionary Catalog of the Library. 
A new bookplate has been designed incorporating the wreath 
of flowers used in the bookplate of Josiah Stickney, President 
of the Society in 1858, whose fund later made possible the 
purchase of the finest volumes in the Treasure Collection. 

Despite our accomplishments we cannot overlook what 
remains to be done, or ignore the deficiencies that contribute 
to the deterioration of the library and its services. There is 
need to bind periodicals, to repair items in the Treasure Col- 
lection, to put the archives in order. Due to the lack of a 
cataloger we have had to curtail purchases of current books. 
The library is severely limited by shortage of staff; Mrs. 
Crossman and one part-time assistant, Mrs. Castle, do not 
constitute sufficient staff to attend to a library of over 30.000 
volumes. Proper funding is vital. No library, however pres- 
tigious, merits the support of members or outside sources if 
it does not function effectively. For a library with the stature 
of the library of the Massachusetts Horticultural Society, 
nothing less than development of its fullest potential is 
worthy of consideration. 

Before closing I want to express my personal thanks and 
appreciation to Mrs. Crossman and her staff, not only for the 
dedication shown to the library under less than ideal circum- 
stances, but also for making it a pleasant place for visitors and 
for the Library Committee. I would like to commend Mr. 
Wendler for his handling of the Garden Information telephone 
service, ably assisted by Mrs. Crossman. And my especial 
thanks to the other members of this Library Committee- 
Miss Moseley, Dr. Goodale, Dr. DeWolf and Mr. Dillon-who 
have worked diligently with me, for without their hard work 
there would be little progress for me to report. 

Mary B. (Mrs. G. Kennard) Wakefield 
Chairman, Library Committee 



EXECUTIVE DIRECTOR'S REPORT 

One of the most difficult of problems is that of defining the 
Massachusetts Horticultural Society and its role in today's 
world. As the world changes, so must we. 

While it is tempting to get involved with such attention- 
getting issues as water and air pollution — and we must be con- 
cerned with them — we must remember that our province is 
that of plants in a horticultural sense, and with their use in the 
creation and preservation of gardens, parks and other green 
spaces which are useful, comfortable and pleasurable to man. 

With this in mind, we have extended our efforts to provide 
advice and consultation to existing community projects and to 
stimulate and abet the instigation of new ones. A very real 
example of this sort of thing grew out of Henry Hope Reed's 
appearance in Horticultural Hall on April 13, 1970 as a part of 
our regular Members' Days program. Mr. Reed, Curator of 
Central Park, was instrumental in forming a New York group 
known as the Friends of Central Park. A group of our mem- 
bers from Back Bay, led by Miss Laura Dwight, has since 
formed the Friends of the Public Garden. We all know the 
Public Garden needs friends — let us wish them a long and 
successful existence. 

Your Director, along with several other members of the 
Society, also established - in October 1970 - a Chapter of 
the American Rhododendron Society in Massachusetts. Mr. 
Edmund Mezitt, a member of our Board of Trustees, is now 
President of that Chapter. 

The Members' Days are growing in popularity. The spring 
series under the chairmanship of Mrs. John M. Hall, and the 
fall series under that of Mrs. Charles F. Hovey, placed new 
emphasis on plants and gardens in terms of total environment. 
The new technique of asking appropriate special groups to 
participate has increased the response to and the effectiveness 
of this program. 

Our shows continue to be spectacular visual evidence of 
man's involvement with plants and gardens. The one-day Rose 
Show, for example, on June 20, broke a record with 887 en- 
tries by 68 exhibitors and attracted over 1,300 visitors in eight 
hours. So, while with our lectures we have emphasized the im- 
portance of plants and gardens in terms of environment, we 
maintain horticultural excellence through our shows. 

Most interesting perhaps is our growth in the area of classes, 
courses and workshops which meet the ever-increasing needs 
and enthusiams of the do-it-yourself era in which we now live. 
They ranged through many subjects, including landscape design, 
artificial light gardening, pruning, and the propagation of 
orchids. In 1970 we provided 26 such events in which 472 
members participated. We have had the best in professional 
instruction, and the registration fees render this a self- 
supporting program. 

Two events in 1970 were in the nature of experiments and 
were designed to encompass elements of exhibition, demon- 
stration, lecture, do-it-yourself participation, and the oppor- 
tunity to purchase materials to take home. The first, co- 
sponsored by the Boston Chapter of Ikebana International, 
was Japan Day on September 24. It was a great success, was 
well attended, and gate receipts were well above costs. The 
other such event was Indoor Garden Days on December 4-5, 
in which many plant societies and specialized groups exhibited, 
worked with and sold appropriate materials. While not an 
overwhelming success in terms of attendance — it was thought 
to be too late in the season — participants are enthusiastic for 
another try because the format allowed for person-to-person 



communication which is impossible in the large Spring Show. 
Even with the limited attendance, however, the activity was 
self-supporting. 

As for statistics: 9,000 people attended 55 events of the 
sort I have described. This does not include the many hundreds 
who attended — and, even more important, made purchases at 
— the very popular print sale, or the 81 ,000 who attended the 
1970 Spring Show. If you add to this the more then 150,000 
copies of HORTICULTURE magazine which go into the mail 
every month it is obvious that our voice is being heard. The 
clippings you see on the walls today are samples of the many 
items about our activities which appeared in newspapers during 
the year. 

Also during 1970 plans were made for a new award to be 
made annually by HORTICULTURE. The first HORTICUL- 
TURE Ecology Award was presented on March 17, 1971 to 
Russell Errol Train, Chairman of the Council on Environment- 
al Quality, for his contribution to the understanding of trees, 
gardens and other green spaces in the creation of better en- 
vironments for all men. 

Our "Hub Box" program continues to go forward with the 
able assistance of the Metropolitan District of the Garden 
Club Federation. To date 3,000 children have been involved, 
and we are nearing the point of revising our manual so that 
we can make it available to other cities throughout the coun- 
try. This is our basic goal: to devise a formula so that anyone 
anywhere can use it. 

Thanks to the efforts of Mrs. Ara Derderian and her com- 
mittee the restoration of the Kathryn S. Taylor Greenhouse at 
the Vale has been completed. An imaginative program under 
the direction of Mrs. Henry Stone of Dover is about to get 
under way. It is hoped that this will prove to be the first of 
many such outposts of the Society. 

In 1970 six staff members gave over 50 scheduled talks, 
presentations, consultations, radio and television appearances, 
or served on judging panels for community gardens, window 
box projects, specialized shows. 

As Sylvia Crowe, the noted English landscape architect, has 
said: "Gardens are the link between men and the world in 
which they live 

Every farm child of a generation ago experienced the inter- 
relationships of sunlight, air, water and soil, and the fauna and 
flora which they brought forth. A tree, a trout and a cow were 
not mysteries. He learned, too, that his very existence de- 
pended in one way or another upon them. The family farm — 
in reality a great garden — was his link to the real world. 

But what of the child growing up in the South End, Cam- 
bridge, Quincy — or any other city space you can name? 
Where is he to learn the lesson? How does he establish a link 
with the real world? And if he doesn't, how can we expect 
him to respect that world and use it wisely? 

I am convinced it is in this area that we must continue to 
grow. The values for which we strive are intangibles, but with- 
out them man cannot exist. That this is so is evidenced by the 
following letter which appeared in the BOSTON GLOBE on 
March 25, 1971: 

"Dear Editor: 

"If there is anyone who still thinks God is dead, 

I can assure you that He is not. In this poor mortal's 

eyes, His work is improving. 

"I have just returned from the Flower Show. 

Henry F. Szafarz, Boston" 

Carlton B. Lees, Executive Director 



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OFFICERS, TRUSTEES AND COMMITTEES, 1971 - 1972 



OFFICERS 

Russell B. Clark, President 
Joseph W. Lund, Vice-President 
Willard P. Hunnewell, Vice-President 
John W. Ewell, Treasurer 
E. Miles Herter , Assistant-Treasurer 
Carlton B. Lees, Secretary 

TRUSTEES 

Mrs. C. Norman Collard, 1972 

Raymond DeVincent, 1972 

Dr. Robert L. Goodale, 1972 

Edmund V. Mezitt, 1972 

Mrs. G. Kennard Wakefield, 1972 

Nathan Chandler, 1973 

Roger G. Coggeshall, 1973 

E. Miles Herter, 1973 

Mrs. Charles F. Hovey, 1973 

Roberts. Pirie, 1973 

Mrs. Charles G. Rice, 1973 

Henry F. Davis, III, 1974 

Dr. George H.M. Lawrence, 1974 

Dr. John A. Naegele, 1974 

Edward H. Osgood, 1974 

Mrs. John C. Storey, 1974 

John L. Wacker, 1974 

HONORARY TRUSTEES 

Seth L. Kelsey 
Milford R. Lawrence 
Harold D. Stevenson 
Mrs. Roger S. Warner 
Dr. Donald Wyman 

EXECUTIVE COMMITTEE 

Russell B. Clark, Chairman 
John W. Ewell 
Mrs. Charles F. Hovey 
Willard P. Hunnewell 
Joseph W. Lund 



BUDGET COMMITTEE 

Members of Executive 
and Finance Committees 

FINANCE COMMITTEE 

Russell B. Clark, Chairman 
John W. Ewell 
E. Miles Herter 

BUILDING COMMITTEE 

Russell B. Clark, Chairman 
Raymond DeVincent 
Joseph W. Lund 

MEMBERSHIP COMMITTEE 

Mrs. Charles G. Rice, Chairman 
Mrs. C. Norman Collard 
E. Miles Herter 

EXHIBITIONS COMMITTEE 

Joseph W. Lund, Chairman 
Raymond DeVincent 
John W. Ewell 
Mrs. John C. Storey 
John L. Wacker 

COMMITTEE ON PRIZES 

Roger G. Coggeshall, Chairman 
Mrs. Charles F. Batchelder 
Henry F. Davis, III 
Herbert C. Fordham 
James Sutherland 

LIBRARY COMMITTEE 

Robert S. Pirie, Chairman 
Alan Erickson 
Dr. Robert L. Goodale 
Dr. George H.M. Lawrence 
Robert A. Watts 



COMMITTEE ON GARDENS 

Mrs. G. Kennard Wakefield, Chairman 
Mrs. John M. Hall 
Willard P. Hunnewell 
Edward H. Osgood 
John L. Wacker 

LECTURES & PUBLICATIONS 
COMMITTEE 

Willard P. Hunnewell, Chairman 

John W. Ewell 

Mrs. Charles F. Hovey 

COMMITTEE ON CHILDREN'S 
GARDEN EXHIBITIONS 

Mrs. Charles F. Hovey, Chairman 
Mrs. Henry S. Stone 
Mrs. Leo E. Wolf 

COMMITTEE ON MEDALS 

Dr. John A. Naegele, Chairman 

Nathan Chandler 

Roger G. Coggeshall 

Dr. George H.M. Lawrence 

Joseph W. Lund 

ALBERT C. BURRAGE GOLD 
VASE & JOHN S. AMES TROPHY 
COMMITTEE 

Roger G. Coggeshall, Chairman 
Mrs. Charles F. Batchelder 
Mrs. C. Norman Collard 
Joseph W. Lund 
James Sutherland 

NOMINATING COMMITTEE 

Joseph W. Lund, Chairman, 1972 
Edmund V. Mezitt, 1972 
Nathan Chandler, 1973 
Mrs. Charles G. Rice, 1973 
Henry F. Davis, III, 1974 
Mrs. John C. Storey, 1974